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One of the secrets to being the kind of business that people naturally talk about is to consistently exceed your customer's expectations. The author suggests to think about more as a strategy and even build in processes to make certain it happens. But, the first order of business is to understand that in business and in life, it's extremely difficult to exceed an expectation you have not participated in setting. This is where so many people fall down. You can give and give and add more and more value and do all kinds of things that you didn't promise, but if in the mind of the customer these were seen as thing you ought to do in your line of work, then they are of no value.
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